TAL shows the value of life insurance for ‘Whatever Life Holds’ in new campaign via BMF

Leading Australian life insurer TAL has launched a new brand campaign ‘Whatever Life Holds’ created by BMF. The campaign portrays the defining moments – the highlights and the challenges – experienced by Australians throughout life.

TAL chief customer and brand officer Alex Homer said that the campaign captures the breadth and beauty of Australian life, alongside the unpredictable moments that make up the good days, the tough days, and all those in between: “Whatever Life Holds is also a reflection of TAL’s deep commitment to delivering for our five million customers. Central to that is paying claims and providing support during their most challenging times – whether they are recovering from an injury or illness or after the loss of a loved one.”

Says Tom Hoskins, creative director, BMF: “It’s the unpredictability of life that makes it truly beautiful. There are experiences we can control. Others we can’t. We show these defining moments, that often come and go in an instant, by treating them as beautiful moving portraiture, captured in the unique Australian sunlight that connects us all.”

Whatever Life Holds, produced by Finch, is the latest evolution in TAL’s brand platform which launched in 2016 with This Australian Life and Scars in 2019. The major campaign, which includes ads cut into 30-, and 15-second versions, will be supported by outdoor and digital.

The campaign ads will premiere during the 2023 NAB AFLW Finals Series this Saturday night.

Client | TAL
Alex Homer | Chief Customer & Brand Officer
Antony Wilson | General Manager, Brand & Communications
Michelle Singer | Head of Brand
Joline Samawi | Brand Manager

Creative Agency | BMF
Chief Creative Officer | Alex Derwin
Creative Director | Tom Hoskins
Creative | Max Lom-Bor
Head of Art & Design | Lincoln Grice
Designer | Iva Madderom
Chief Strategy Officer | Christina Aventi
Planning Director | Thomasine Burnap
Chief Executive Officer | Stephen McArdle
General Manager | Richard Woods
Group Account Director | Victoria Venardos
Senior Account Manager | Anja Cherry
Head of TV | Jenny Lee-Archer
Art Buyer | Basir Salleh
Retoucher | Christopher Moore
Creative Services Director | Clare Yardley

Production Company | FINCH
Production Company | Title Artist Management